Octo, previously known as The Vault Group, began as a holding company managing several independent brands. Each offered a specialised service such as cleaning, sweeping or line marking, collectively providing industrial and commercial clients with a wide range of essential solutions.
The owner’s ambition was to consolidate these services under one cohesive brand identity.
A workshop revealed two defining strengths. First, the company’s fleet was unusually large and versatile, allowing it to manage projects from start to finish without the need for subcontractors. Second, its broad service range meant it could meet almost every requirement of industrial clients, effectively operating as a complete solutions provider.
This blend of scale and integration made the business both agile and dependable. Clients valued its responsiveness, professionalism and reliability, positioning it as a trusted partner of choice.
With these insights, we explored naming options that would reflect its scope and efficiency. We also recognised that its strong client relationships set it apart, offering a more human angle than competitors.
To capture this, we pictured the group as multitasking, capable and resourceful, much like an octopus. The octopus conveyed intelligence and the ability to handle multiple tasks at once. From this metaphor we created a concise name: Octo. Simple, sharp and versatile, it also evoked the idea of “eight” and the octagon, symbolising the many sides of the company’s service offering.
The concept struck a chord with the client and quickly became the clear choice.
The client quickly began unifying the businesses under the Octo name, a clear sign of confidence in the new direction.
Octo was recognised at the 2023 ANZ Transform Awards, where it won Silver for Best Naming Strategy. It was a rewarding acknowledgement of a brand that truly reflects the client’s focus, breadth, and capability.
